Gärtnerei Hoevels

What Gärtnerei Hoevels does

Gärtnerei Hoevels is a family-owned garden center (legal entity: Gärtnerei R. & O. Hoevels GbR) headquartered in Kaarst, Germany, operated by Rainer Hoevels as Inhaber (owner). The business operates as a single-location brick-and-mortar nursery at Tönisfeld 4, Kaarst, offering live plants across categories including bedding and balcony plants, nursery stock, indoor plants, vegetables, herbs, perennials, trees, shrubs, roses, bamboo, grasses, ferns, and aquatic plants. Its catalog spans approximately 10,945+ products, including not only living plants and seeds but also a broad assortment of gardening supplies — garden soils and substrates, fertilizers, garden tools, irrigation systems, plant containers, garden furniture, garden ponds, grills, and indoor living décor. The company also sells branded lines such as Floragard soils, Wolf-Garten multi-star tool systems, and Siena Garden tools.

The business runs a direct-to-consumer e-commerce online shop at gaertnerei-hoevels.de on a third-party platform developed by Green Solutions Software GmbH, enabling nationwide shipping within Germany alongside the local walk-in retail trade. Revenue is generated through one-time unit-level sales of plants and gardening products, with prices including 19% German VAT and payment accepted via PayPal and Vorkasse (prepayment). Additional monetization comes from a small set of value-added services: personalized gift vouchers (starting at €5.00), expert consultation (Beratung), a planting service (Pflanzservice), delivery (Lieferservice), plant rental for events (Leihpflanzen), trade show greening (Messebegrünung), and soil sampling/analysis (Bodenproben). The customer base is primarily horizontal: home gardeners and hobbyists, including urban and balcony gardeners, with B2B service exposure limited to event rental and trade show greening.

The go-to-market combines physical retail with content-driven online discovery — the company maintains an educational blog, a Gartenkalender (garden calendar), planting and care guides, and video tutorials to drive organic search traffic. The company is privately held, bootstrapped, structured as a GbR (German civil law partnership), with no external investors, no parent company, no subsidiaries, and no disclosed funding. GDPR compliance is in place for customer data processing.

Name

Gärtnerei Hoevels

Legal name

Gärtnerei R. & O. Hoevels GbR

Website

https://gaertnerei-hoevels.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Gärtnerei Hoevels is a family-owned garden center in Kaarst, Germany, selling plants, seeds, garden supplies, and outdoor living products via a physical nursery and a nationwide e-commerce shop, supplemented by consultation, planting, delivery, plant rental, and trade show greening services for home gardeners and hobbyists.

Ownership category

akta.pro rank

Product category

Retail Garden Center and Horticulture

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

akta.pro secondary industries

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC), Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• Retail garden center
• Live plants and seeds
• Garden supplies and tools
• Horticultural services
• Garden furniture and decor

Headquarters

HQ city

Kaarst

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Plant and Gardening Product Sales: The company generates revenue through direct sales of plants, gardening supplies, and related products to consumers via their physical nursery location and e-commerce online shop. Products include bedding plants, balcony plants, nursery stock, indoor plants, planters, herbs, fertilizers, soil and substrates, cut flowers, perennials, vegetables, garden tools, garden furniture, and home décor items.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Gärtnerei Hoevels is a traditional German garden center that grows, sells, and delivers plants and flowers. It operates a physical nursery in Kaarst combined with an e-commerce online shop offering approximately 10,945 products across living plants, seeds, garden supplies (soils, fertilizers, tools, irrigation, planters), garden furniture, ponds, grills, indoor living products, and gift vouchers, complemented by horticultural services such as consultation, planting, delivery, plant rental, trade show greening, and soil analysis.

Product overview

Gärtnerei Hoevels is a traditional garden center (Gärtnerei) operated as Gärtnerei R. & O. Hoevels GbR in Kaarst, Germany. The business offers a comprehensive retail and e-commerce operation combining live plant sales with a full range of garden supplies and services. The core product line consists of living plants (Pflanzen) including ornamental plants, vegetables, herbs, trees, shrubs, roses, bamboo, and aquatic plants, complemented by extensive garden supplies including various garden soils and substrates (Gartenerden), fertilizers, garden tools (Gartenwerkzeuge), irrigation systems (Gartenbewässerung), plant containers (Pflanzgefäße), garden furniture (Gartenmöbel), garden ponds (Gartenteiche), grills, and indoor living products (Wohnen). The business operates both a physical retail location and an online shop with approximately 10,945 products available. Additional offerings include personalized gift vouchers (Gutscheine) and professional services such as consultation (Beratung), planting services (Pflanzservice), delivery (Lieferservice), plant rental (Leihpflanzen), trade show greening (Messebegrünung), and soil analysis (Bodenproben). The company sells branded products including Floragard soils, Wolf-Garten multi-star tool systems, and Siena Garden tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Pflanzen (Plants)
• Saatgut (Seeds)
• Gartenpflanzen (Garden Plants)
• Gartenbedarf (Garden Supplies)
• Gartenerden (Garden Soils)
• Dünger (Fertilizers)
• Gartenwerkzeuge (Garden Tools)
• Gartenbewässerung (Garden Irrigation)
• Pflanzgefäße (Plant Containers)
• Gartenmöbel (Garden Furniture)
• Gartenteiche (Garden Ponds)
• Grills (Barbecues)
• Wohnen (Indoor Living)
• Gutscheine (Gift Vouchers)
• Beratung (Consultation)
• Pflanzservice (Planting Service)
• Lieferservice (Delivery Service)
• Leihpflanzen (Plant Rental)
• Messebegrünung (Trade Show Greening)
• Bodenproben (Soil Analysis)

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Pflanzencenter: German online plant retailer offering plants, bulbs and garden accessories with delivery across Germany. Comparable digital-only motion competing for Hoevels' e-commerce customers without a physical store.

Direct peers

• Bakker: European online retailer of plants, bulbs, seeds and garden products with strong Germany presence. Comparable as a content-driven, catalog-deep plant retailer competing for the same online gardening customer.
• Baldur Garten: German mail-order specialist for plants, seeds and garden supplies shipping nationwide. Directly comparable to Hoevels' e-commerce motion and SKU breadth across live plants, seeds and gardening accessories, with a much larger digital-first footprint.
• Pflanzen Kölle: Traditional German family-owned garden center chain combining physical retail with online shop and broad plant, soil and garden supply assortment. Closest direct comparable to Hoevels' brick-and-mortar-plus-e-commerce model, just at significantly larger scale.
• Gärtnerei Pötschke: Long-standing German mail-order nursery specializing in plants, seeds and gardening supplies. Comparable in category mix (plants + gardening supplies) and nationwide shipping orientation, with a much more developed online brand.

Broad incumbents

• Hornbach: German DIY chain with extensive garden assortment including plants, soils, tools and outdoor furniture. Overlaps with Hoevels across most gardening categories and exerts price pressure on independent garden centers.
• Dehner: Germany's largest garden center chain with ~130+ locations and full e-commerce offering across plants, garden supplies and outdoor living. Represents the dominant incumbent Hoevels competes with for both local footfall and online plant buyers.
• Obi: Major German DIY/home improvement chain with substantial garden centers in-store and online. Competes with Hoevels on the garden supplies, tools, soils and outdoor furniture categories, but with vastly greater scale and pricing power.
• Bauhaus: Pan-European DIY and garden center chain offering plants, garden supplies, tools and outdoor living products. Comparable broader competitor for garden-supply SKUs rather than core nursery expertise.

Regional players

• Gartencenter Schleswig-Holstein (regional independents): Cluster of independent regional German garden centers offering a similar mix of plants, garden supplies and consultation services. Comparable small-operator model, though serving different geographies rather than competing head-to-head in Kaarst.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gärtnerei Hoevels